SUNSILK announces association with 2 STATES

SUNSILK announces association with 2 STATES launching
exclusive movie merchandize packs The occasion was hosted to announce Sunsilk as
the official hair expert partner of the movie ‘2 States’ with the launch of #Sunsilkdreamjob
campaign & introduction of exclusive movie merchandize packs

Mumbai,
March 28, 2014: Sunsilk, India’s premium hair care brand announced a one-of-its
kind collaboration as the partner of Nadiadwala & Dharma Production’s
produced upcoming
Bollywood movie ‘2 States’, an Indian
Romantic Drama film based on the 2009 novel of the same name written by Chetan
Bhagat.

The film is a story about a journey of one
young couple from their college love phase to marriage, starring Arjun Kapoor
as ‘Krish Malhotra’, a typical fun loving Punjabi boy and Alia Bhatt as ‘Ananya
Subramaniam’, a stunningly smart yet a cultured girl from a Tamil- Brahmin
family. It is a humorous take on inter community marriages in India.

The movie is in collaboration with the leading
hair-care expert, Sunsilk; a brand
that has always stood for a ‘now or never’ attitude. The brand has associated
with the character ‘Ananya’ within the film with perfect fit.Full of optimism and gusto, Ananya believes
in facing challenges with a smile. Ready to bag her dream job as a Sunsilk
brand manager in the film, she fears nothing. She mirrors a typical Sunsilk
girl’s personality- a dynamic and an optimistic girl who wants to chart her own
course.

The occasion witnessed the launch of a ‘2
States’– centric Sunsilk Natural Recharge TV commercial introducing the exclusive
campaign. In addition, the lead pair of the movie – Arjun Kapoor and Alia Bhatt
also unveiled the contest and exclusive merchandize in front of the media.

For 20-something single girls, hair is often
an emotional rollercoaster. Sunsilk understands this and provides a complete
hair care solution that gives a 20 something girl the confidence to express
herself. On this occasion the brand launched its new variant Sunsilk Natural
Recharge association within the film along with its exclusive movie merchandize
packs for an online contest ‘Sunsilk Dream Job’.

Speaking at the event, Srinandan
Sundaram, General Manager- Hair
care at Hindustan Unilever Ltd, said, “We are very excited to associate with 2 States, the next big
blockbuster of the year. This movie is a perfect fit for us since it truly
embodies what our brand stands for. It was unique for us as our partnership
stands strong right from within the film’s storyline via the main female lead-
Ananya. Sunsilk celebrates a 20 something girl’s confidence to express
herself.Therefore to further engage
with our consumers, we are also launching an exciting ‘Sunsilk Dream Job’ digital
campaign that would run parallel to the movie. The idea is to get four regular
aspiring girls a chance to live their dream job. Actress, Stylist or VJ -
whatever their dream jobs might be, Sunsilk and Ananya will work together to
make it happen. We are confident that this partnership will bring more
excitement for our consumers.”

Commenting on the association, Apoorva
Mehta, CEO- Dharma Productions
said, “Sunsilk & Dharma Productions are two
huge brands that receive immense respect for their premium quality products!
For a young and fresh film like 2 States, it was important for us to only
partner with a brand that would perfectly fit with the young attitude and
expression of the lead characters, played by Arjun Kapoor and Alia Bhatt. We
couldn't have found a better fit than Sunsilk that would reflect best with the
confident and attractive personality of Ananya, the lead female character
played by Alia. It also helps that hair plays a big role for us in showcasing
her personality transformation from her college days to a professional! So this
association is no doubt an apt coming together of two quality brands in a
unique way!”

Highlighting this unique collaboration, Amin
Lakhani, leader, South Asia, Team
Unilever, Mindshare, said, “This movie
partnership brings us immense pride both for its uniqueness and detailing. It
is our constant endeavour to offer our client unique media opportunities to
connect their brands to the passion point of its target consumer. Movies are no
doubt the biggest passion in our country and we believe in its power to
strengthen & differentiate brand conversations. Our mission is therefore to
make movies a priority media platform and intrinsic to the brand’s content
strategy. ”

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